Thursday, June 13, 2013 —
Nowhere in the world does the national football team have as strong a bond with its supporters as in Belgium. On Friday, after the victory over Serbia, the entire team, including Vincent Kompany, Eden Hazard, Romelu Lukaku, Moussa Dembele, Thibaut Courtois and Christian Benteke danced spontaneously in front of the unique, women only section in the national football stadium. It was an unprecedented improvised party with 1,100 excited women.

For their match against Serbia, the Belgian Red Devils had reserved a special women only section to give Belgian women an extra reason to come to the football party. A unique gesture, because the 48,000 seats in the national football stadium are now highly sought after. For the 6th consecutive time, the Belgian Red Devils completely sold out the stadium.

Belgian women responded massively to the offer. In just 4 days, the tickets for the women only section sold out. This was unique in football history as they were actually paying tickets and the initiative wasn’t designed to fill the stadium after some crowd control penalty or other.

For the first time in history, the Belgian Red Devils had 1,100 women together in one section supporting the national team during an important qualifying match for the 2014 World Cup in Brazil.

The initiative is one of a series of challenges which digital agency Boondoggle created for the Belgian players and their supporters. They issue a new challenge for each match. This time they wanted to see the biggest women only section ever, and it was a brilliant success. And eventually led to these scenes of spontaneous and joyous celebration.

About Boondoggle

Boondoggle is a full-service creative agency, employing over 120 people in Belgium and South Africa. With a human-centered, agile design thinking approach at its core, Boondoggle delivers through-the-line advertising campaigns, integrated with innovative digital products and services.

The agency brings together smart people from diverse disciplines to make this happen - including writers, service designers, art directors, UX specialists, brand strategists and developers.

Boondoggle has a combination of international and local clients, including Chivas, MoneYou, KraftHeinz, Nomad Foods Group, Achmea, Rabobank, NATO, GSK, South African Airways and De Morgen - a leading Flemish daily newspaper.

Boondoggle's belief is that collaboration is the key to creating meaningful campaigns, products and services and strives to work together with its clients to take them beyond.